South Laguna
Affluent. Emerging. Destination-driven.
South Laguna stretches along Coast Highway from Victoria Beach past the Montage, Aliso Creek and the South Laguna Village to Thousand Steps. Pedestrian traffic is lighter than in the Village or Downtown, but customers tend to arrive with a purpose.
What defines it
Easy access from the south. Customers and employees can get here without navigating Downtown, the Village or the Canyon.
Surrounded by premium coastal housing. An exceptionally affluent residential base supports businesses serving luxury homes and lifestyles.
An emerging design and trades cluster. Designers, showrooms, contractors and specialty businesses increasingly serve the surrounding high-end residential market.
New destinations are adding cachet. Businesses such as AhBA and its speakeasy, and Truly Pizza’s commissary kitchen under construction, are bringing new energy and identity.
Customers are often more purposeful. One operator reported more walk-in business here than she had in the HIP District, and said South Laguna customers were more likely to arrive intending to buy.
Online discovery can create regional draw. Distinctive, participatory offerings can attract customers from San Diego to Los Angeles without relying on incidental traffic.
Voice from the street
“South Laguna people are on a mission.”
Longtime Laguna shopkeeper
The takeaway
South Laguna may generate less overall pedestrian activity, but purposeful local customers, easy access and a growing collection of distinctive destinations can create meaningful demand.